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Research papers

Tell me who your friends are, I will tell you who you are

Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.In this paper, we introduce and...

Catalogue: Congress 2018
Authors: Laurent Florès, Antoine Moreau
September 23, 2018
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Citation

Florès and Moreau (2018a, September 23). Tell me who your friends are, I will tell you who you are. ANA - ESOMAR. Retrieved April 04, 2026, from


https://ana.esomar.org/documents/tell-me-who-your-friends-are-i-will-tell-you-who-you-are-9401


Research papers

Touch and go

To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and...

Catalogue: Congress 2018
Author: Diana Lucaci
September 23, 2018
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Citation

Lucaci, D. (2018a, September 23). Touch and go. ANA - ESOMAR. Retrieved April 04, 2026, from


https://ana.esomar.org/documents/touch-and-go-9417


Videos

Transforming an iconic brand to help customers navigate change in Japan

The world's healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement...

Catalogue: Congress 2018
Authors: Nisha Yadav, Takeshi Oshima
September 23, 2018
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Citation

Yadav and Oshima (2018a, September 23). Transforming an iconic brand to help customers navigate change in Japan . ANA - ESOMAR. Retrieved April 04, 2026, from


https://ana.esomar.org/documents/transforming-an-iconic-brand-to-help-customers-navigate-change-in-japan-


Research papers

Insight automation: Democracy, ethics and efficiency

In this paper, the journey from fragmented insight to insight automation- and the meaning of the term "insight automation" itself- will be explained, as will the benefits of having a strong platform and process in place to manage insight. This case...

Catalogue: Congress 2018
Authors: Jamie Rayner, Elizabeth P. Morgan
September 23, 2018
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Citation

Rayner and Morgan (2018a, September 23). Insight automation: Democracy, ethics and efficiency. ANA - ESOMAR. Retrieved April 04, 2026, from


https://ana.esomar.org/documents/insight-automation-democracy-ethics-and-efficiency-9372


Videos

Positive gender portrayal in advertising

Using cultural insight across every continent, Diageo has developed an insight-led framework to help its marketers avoid stereotypes and represent gender more positively in its brand communications.

Catalogue: Congress 2018
Author: Andrew Geoghegan
Company: Diageo
September 23, 2018
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Citation

Geoghegan, A. (2018a, September 23). Positive gender portrayal in advertising . ANA - ESOMAR. Retrieved April 04, 2026, from


https://ana.esomar.org/documents/positive-gender-portrayal-in-advertising-


Videos

The privacy paradox

We are being tracked. This study focuses on the past, present & a more autonomous future where consent regarding privacy on consumer's devices, and increasing consumer awareness and control of their privacy will be dramatically different.

Catalogue: Congress 2018
Authors: Martin Oxley, Pia Blase
September 23, 2018
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Citation

Oxley and Blase (2018a, September 23). The privacy paradox. ANA - ESOMAR. Retrieved April 04, 2026, from


https://ana.esomar.org/documents/the-privacy-paradox


Videos

Country branding

A country impacted by armed conflict for more than 50 years needs a constant fuel on its international brand campaign to surpass the negative perception of those who have not visited the country and build strong reasons to vanish misconceptions.

Catalogue: Congress 2018
Authors: Laura Catalina Gómez, Pedro Fernández
September 23, 2018
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Citation

Gómez and Fernández (2018a, September 23). Country branding. ANA - ESOMAR. Retrieved April 04, 2026, from


https://ana.esomar.org/documents/country-branding


Research papers

Transforming an iconic brand to help customers navigate change in Japan

The world's healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement...

Catalogue: Congress 2018
Authors: Nisha Yadav, Takeshi Oshima
September 23, 2018
×

Citation

Yadav and Oshima (2018a, September 23). Transforming an iconic brand to help customers navigate change in Japan . ANA - ESOMAR. Retrieved April 04, 2026, from


https://ana.esomar.org/documents/transforming-an-iconic-brand-to-help-customers-navigate-change-in-japan--9421


Videos

Digital transformation and the impact on retail

Digital has fundamentally changed the way we understand and serve customers. The developments are accelerating fuelling great consumer centricity and customer experience. It's time to participate or perish.

Catalogue: Congress 2018
Author: Piet Coelewij
September 23, 2018
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Citation

Coelewij, P. (2018a, September 23). Digital transformation and the impact on retail. ANA - ESOMAR. Retrieved April 04, 2026, from


https://ana.esomar.org/documents/digital-transformation-and-the-impact-on-retail